www.cymru.gov.uk

Climate Change and Pathfinder porgramme

Hannah Williams (Policy)

Usha Ladwa-Thomas (Communities)

www.cymru.gov.uk

Everything we do a commitments in:

“One Wales” a programme for Government

http://cymru.gov.uk/about/programmeforgovernment/1wales/?lang=en

Presentation will cover • Big Picture with regards Policy context

Sustainable Development scheme/charterClimate Change Strategy (Hannah)

• Communications and Engagement : some learning and our way forward

• Communities /Third sector engagement : context and history to Pathfinders Programme

SD as a central guiding principle• Sustainable development will be the central organising principle of the Welsh Assembly Government

• One Wales, One Planet

SD in Wales?In Wales, sustainable development means enhancing the economic, social and environmental wellbeing of people and communities, achieving a better quality of life for our own and future generations.

How is to be done?• In ways which promote social justice and equality of opportunity and

• In ways which enhance the natural and cultural environment and respect its limits using only our fair share (one planet’s worth nor nearly 3 planets worth) of the earth’s resources and sustaining our cultural legacy.

More than a greening agenda• It is about hard but different choices

– Long-termism– Silo-busting– Evidence based– Invest in resilience

• It is about securing legitimacy and support– Clear ideology and narrative (Not green agenda but wellbeing agenda)– Build trust – Behaviour change strategy

Sustainable Development Charter

• Identify existing best practice on SD• Share existing best practice on SD• Annual Challenge – embedding SD

so that it makes a difference.

Sustainable Development and climate Change

• Climate Change is an outcome of unsustainable living• Climate Change Strategy launched last October (2010)• Climate Change Commission set up ( Contact Owain.Edwards@wales.gsi.gov.uk for dates to observe)

• Policy: www.wales.gov.uk/climatechange• Action: www.walescarbonfootprint.gov.uk

Welsh Assembly Government Strategy

Underpinning principles:

•Helping people make climate-friendly choices

•Leading by example

•Building climate action into all policy areas

:implications for transport, culture, health and social care etc

•Drive energy efficiency

Welsh Assembly Government Strategy

Communicating or engaging??Historically:

• Targeted communications campaigns/adverts /DEFRA segmentation research

Missing :

• Linking science with human behaviour/motivation for change. Learning from other large scale behaviour change work e.g. in health and social care.• Too much focus on individuals and individual behaviours

rather than overall life styles/community membership.• Over-emphasis on “one size fits all” awareness raising campaigns• Guilt/fear based appeals.• Lack fun or even glamour (dull, negative, difficult to do and unpopular!)

Evaluation :• of large scale campaigns/adverts (UK and USA) confirmed lack of impact

Our approach• Understand what Government can do and what others could do

- Top down and facilitate bottom up work

• – Defra’s 4Es –

Enable, Encourage, Engage and Exemplify

Encourage

Enable

Engage

Exemplify

Catalyse

4-E approach to behaviour changeTaxes & fiscal measures

Regulation & fines

League tables

Targets / perf management

Prizes / rewards / bonuses

Preferential treatment

Status recognition

Subsidies / discounts

Feedback

Remove barriers to act

Set defaults / opt-out vs opt-in

Form clubs / communities

Provide information

Choose intervention timing

Personalise

Provide space / facilities

Build confidence

Ease/cost of access

Community/network action

Deliberative fora

Segmentation / focus

Secure commitment

Personal contacts

Role models / 'super-users'

Paid/unpaid media campaigns

Pester power / Peer pressure

Workplace norms

Evidence base

Walk the talk & lead

Consistency across policies

Sustained approach

Credibility / confidence

Benchmarking / evaluation

Learning & improvement

Political consensus building

Moving towards low carbon behaviours• Targeting behaviours • For householders 75-80% of environmental impacts of relate to housing, food, home energy and personal transport) • For organisations, facilities & waste management, energy choices, efficiency of process, purchase, transport and logistics are key CC

but there are competing concern e.g. the state of the economy

Communications and Engagement Strategy

• Challenge: about buying and using less than we currently do, and so is significantly more difficult to achieve. • Strategy - how we will engage with people across Wales in order to drive action to tackle the causes and consequences of climate change, in a sustainable way.

*** Some reading (last slide)

Communications and Engagement Strategy

Approach:

• is a nationally-led, locally implemented programme of campaigns based on a social marketing approach

• provide the national vision and narrative which is needed to promote action at all levels

• develop the capacity for action at the local level

1. Social marketing training and development for key activists and enablers

• (

Communications and Engagement strategy

• Provide the evidence base to support action

1. Commissioning a Welsh survey of attitudes and values, and people’s behaviours on energy, water, waste and transport so that can help us take a segmented approach to our audience

2. Energy behaviours ; Brook Lyndhurt report (ULT send by email)

3. Transport behaviours : Sustrans report (ULT send by email)

4. Pathfinders research element : Your work

5. 3 social marketing, pilot programmes that can be scaled up.

Third sector engagement• So what of the Third sector /communities?• What have we done so far to engage community and Third sector organisations?• What of the future?

Third sector and Climate actionHistory:

Original report • on what communities said they wanted to help support and stimulate action

Segments: Positive Greens,(6%) Side supporters(18%), cautious participants (75%), Unable to engage (1%)• Leadership by Third sector organisation• Language (doing it but not seen as climate change action) and lacking element of narrative on WIIFM?• Grants to stimulate and support action• Diversity of action and narratives: peak oil? Local resilience/ etc• Growing interest in community energy• Wish to learn from others before them• Urban/rural differences• Leap of faith rather than evidence based action

Broadly did/do…• Behaviour change programmes• Making resources available• Building capacity and leadership

Using community development tools like timebanking• Engaging and Looking to see how we scale up supporting• Collaborating with others• Gathering evidence of what works

Social marketing approach• Social marketing approach by any other name??• Introduced and “nudged” communities to learn from programmes like Sterling Going Carbon Neutral programme• Brought Doug McKenzie Mohr Seminars to Wales (x2) seminars• Building on evidence for successful, community led, social marketing approach via Pathfinder programme

Making resources availableSo far we have:

• Small grants for small actions via Environment Wales• Establishment of Ynni’r Fro programme :

6 development officers locally placed / European funding / support 22 social enterprises for community scale renewable• Establishing a joint DECC and WAG Low Carbon communities Programme : Lammas (Pembrokeshire), Cwm Clydach (RCT), Awel Aman Tawe (Swansea Valley), Cwm Arian (Pembrokeshire)

Resources: Looking ahead: • Grant scheme for all sectors ; launched March 7th/ run by WCVA and Environment Wales/development officer based at Cynnal Cymru (details by email)• Dormant Accounts Scheme : launch in July 2011• Pathfinder Officer time for some hand holding and sign posting and mapping community activity across Wales• Influence other funders: Trusts, Banks, delivery agents like: CCW, EST, Carbon trust etc

Building capacity and leadership• Wales Council for Voluntary Action: Climate change Leadership Group.

• Community Action for Climate Change Networks: On going

• Community University: Support and enablement of “winners” of large grants ( NESTA, LCCC, British Green Street etc ) to develop ideas that are of Wales wide importance /scaling up

• Training in social marketing / programme of events

• Sharing of the big vision for Wales and facilitating local networking for paid workers.

• Time banking

Timebanking In collaboration with Spice and by seconding Ben Dineen to the WAG climate Change team we are

• Develop capacity of the third and community sector to exchange skills and knowledge across Wales

• Undertake three pilots to identify if carbon reduction programmes can be accelerated using timebanking.

(Background paper to follow)

• Pathfinders to work actively to recruit and promote.

Engage and support• Support Ministerial visits to projects• Listen to and respond to individual concerns and sign post• Identify emerging patterns and needs e.g. need for community energy group and champion , support, advice etc• Peer mentoring scheme (to be developed)• Signpost to funding and other support e.g. Ynni’r Fro , Environment Wales etc

Collaborate with others• Cynnal Cymru : Civic engagement for sustainability. Work with Community councils, Sustain Wales website, Green heroes etc • SDC : Policy advice to Government• WCVA: role in leading, informing and supporting third sector organisations• Environment Wales• Ynni’r Fro work : 6 development officers (Andy to elaborate)• SD Co-ordinators in local authorities• Low Carbon regions work in SW Wales• Umbrella organisations: e.g.Planed

Gather evidence of what works• Low Carbon Communities Challenge - research approach to community led work.• Pathfinders - what happens when communities led on social marketing approaches• Pathways programme of work - SW England . DECC and WAG supported.• Small scale research: Ynni’r Fro development officers perceptions of nature of communites coming forward for community scale renewables.• Evaluation and monitoring of timebanking work

Encourage

Enable

Engage

Exemplify

Catalyse

4-E approach to behaviour change

Targets /

Prizes / rewards / bonuses

Incentives: FITS

“Nudge”

Status recognition

(Peer mentoring)

Feedback

Remove barriers to act

Build capacity

Form clubs / communities

Provide information

Choose intervention timing

Personalise

Provide space / facilities

Build confidence

Ease/cost of access

Community/network action

Deliberative fora

Segmentation / focus

Secure commitment

Personal contacts

Role models / 'super-users'

Peer pressure/conversations

Workplace norms

Evidence base

Case studies

Walk the talk & lead

Sustained approach

Credibility / confidence

Benchmarking / evaluation

Learning & improvement

Top tips!• Never turn anyone away: sign post them• Collaborate and facilitate• Watch out for patterns across your area of work and share them/record them. Be reflective• Feed things upwards, side ways and downwards• Work with those already there (paid or otherwise• Wales is a village!• Wales is bilingual and has diverse groups and interests .• Get skilled up in social marketing , in community development, and • Enjoy

Useful reading and papers to followUseful reading• Mindscape: Influencing behaviour through public policy. Cabinet offcie report • Sustainable Consumption Roundtable’s report, ‘I will if you will’ - Towards sustainable consumption• The diffusion of environmental behaviours; the role of influential individuals in social networks Report for DEFRA by Brook Lyndhurst ( 2009)• GSR Behaviour change knowledge review. Practical Guide : An overview of behaviour change models and their uses, HMT Publishing Unit, London . Andrew Darnton (2008)• Selling sustainability : Seven lessons from advertising and marketing to sell low-carbon living . NESTA (2008)• International Review of Behaviour Change Initiatives. The Scottish Government Social research (2011)• Common Cause . Partnership report by COIN, FoE, Oxfam, etc(2010)

Papers to follow via email• Reducing emissions through behaviour change : report to Welsh Assembly Government .

Brook Lyndhurst (2010) • Reducing Carbon emissions from transport in Wales through behaviour change.

Sustrans (2010) • Background on work on Timebanking• Strategy: communications and engagement

www.cymru.gov.uk

Policy: www.wales.gov.uk/climatechange

Action: www.walescarbonfootprint.gov.uk

Usha.Ladwa-Thomas@wales.gsi.gov.uk